Joint Media Statement of The TwentyFirst Meeting of ASEAN Tourism Ministers ASEAN | ONE VISION ONE IDENTITY ONE COMMUNITY JMS M ATM 21 Final

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THE TWENTY-FIRST MEETING OF ASEAN TOURISM MINISTERS
25 January 2018, Chiang Mai, Thailand

JOINT MEDIA STATEMENT
1.
The Twenty-First Meeting of ASEAN Tourism Ministers (21st M-ATM) was held on 25
January 2018 in Chiang Mai, Thailand, in conjunction with the ASEAN Tourism Forum 2018
(ATF). H.E. Mr. Weerasak Kowsurat, Minister for Tourism and Sports of Thailand, chaired
the Meeting and H.E. Mr. Nguyen Ngoc Thien, Minister of Culture, Sports and Tourism of Viet
Nam, was the Vice-Chairperson. The 21st M-ATM was preceded by the Forty-Seventh
Meeting of ASEAN National Tourism Organisations (NTOs) and senior official meetings with
dialogue partners.

ASEAN Tourism Strategic Plan 2016-2025
2.
The Ministers noted the progress in the implementation of the ASEAN Tourism
Strategic Plan (ATSP) 2016-2025 where 15 key activities under the Work Plan for 2016-2017
have been completed. In ensuring continued implementation of the programme, the Ministers
adopted the two-year Work Plan (2018-2019), translating identified activities within ATSP

2016-2025 into concrete detailed plans with clear milestones to be achieved for the next two
years. The Ministers appreciated the active role of the lead countries in leading the
implementation of ATSP activities and encouraged their continued support to sustain ASEAN
tourism’s contribution towards the realisation of ASEAN integration goals in 2025.

Expanding the ASEAN Regional Destination-Marketing Programme
3.
Based on preliminary submissions made by Member States, for 2017, ASEAN is
expected to receive 125 million international visitors, exceeding the target of 121 million
international tourist arrivals to the region set for Visit ASEAN@50. This new record posts a
growth of 8.4 per cent from 2016, where the arrivals were dominated by intra-ASEAN travel,
accounting for 42 per cent of total international arrivals. In addition to the visitor arrivals target,
the targets of length of stay and revenue have also been fully achieved, with ASEAN hosting
a total of 7.98 days of stay of international tourists, generating USD 93 billion from tourism in
2017.
4.
The success of the Visit ASEAN@50 Campaign was attributed to various activities
undertaken in 2016 and 2017, including the establishment of a Visit ASEAN@50 microsite
(www.visitasean50.com), and promotional events at ITB Berlin, Korea World Travel Fair,
JATA Travel Expo and China International Travel Mart. The Ministers noted the active

participation of individual NTOs in promoting Visit ASEAN@50 through their national tourism
marketing and promotion activities, including collaboration with their respective national flag
carriers, convening national tourism events and promoting the Campaign in international
events. In addition to the active participation of individual ASEAN Member States, the
Ministers also acknowledged the significant support provided by ASEAN-China Centre
(ACC), ASEAN-Japan Centre (AJC), ASEAN-Korea Centre (AKC), AirAsia, Mastercard, TTG,
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ASEANTA and GoASEAN, and expressed their appreciation to them at the Visit ASEAN@50
appreciation ceremony.
5.
The Ministers supported the ASEAN Tourism Marketing Strategy (ATMS) 2017-2020,
as an instrument to translate ATSP into a detailed plan of tourism marketing activities for
ASEAN. The development of ATMS 2017-2020 provided a framework and strategic
marketing direction for tourism collaboration in order to enhance the competitiveness and
awareness of ASEAN as a single tourism destination and provide clear marketing directions
after 2017. ATMS’s primary focus is on exploring opportunities that provide the most value
and allow the story of the region to be told in a creative and engaging manner through public

relations and social media as effective approaches to reaching target markets together with
partners.
6.
Following the momentum built from the Visit ASEAN@50 Campaign, the Ministers
agreed with ATMS recommendations to strengthen efforts in marketing ASEAN tourism
through partnerships with international partners. In this regard, the Ministers invited
international partners to establish collaboration with ASEAN to promote and market the
region through mutually beneficial activities led by the ASEAN Tourism Marketing Partnership
Working Group.

ASEAN Declaration on Cruise Tourism
7.
The Ministers adopted the ASEAN Declaration on Cruise Tourism, highlighting the
commitment of ASEAN to further develop and strengthen cruise tourism due to its potential
for high economic growth. The Declaration outlines the States’ commitment towards greater
clarity in cruise-related policies and regulations, efficiency in processes, responsibility in
business practices and capacity building. The Ministers reflected that the implementation of
the Cruise Tourism Declaration could include yachting and marina activities.

Developing ASEAN Tourism Products

8.
The Ministers emphasised the need to expand ASEAN tourism products through
collaborative arrangements with partners, and were pleased to note the progress of the
development of new ASEAN Tourism Packages involving the private sector, which would
feature more than 130 tourism products covering multi-ASEAN destinations. In developing
such products, the Ministers tasked senior officials to also include supporting the
development of ASEAN sub-regional destinations/corridors targeting more inclusive tourism
outcomes.
9.
The Ministers acknowledged the integral role of gastronomy in building a competitive
destination brand and its ability to be a key driver to achieve inclusiveness, and thus
encouraged cooperation between ASEAN Member States to support the development of
sustainable food production and consumption, and promote deeper understanding on
gastronomic tourism in Southeast Asia. The Ministers adopted the Joint Declaration on
Gastronomy Tourism, aimed at establishing the region’s gastronomy platform for knowledge
sharing to substantially expand ASEAN gastronomic experiences.

Driving Investments in Infrastructure to Keep Pace with Tourism Growth
10.
ASEAN tourism sector has registered sensational growth in recent years. The

Ministers recognized the need for rapid expansion of investment in infrastructure and facilities
in the private sector to keep pace with this phenomenal growth. The Ministers acknowledged
the urgency to expand and upgrade infrastructure and facilities, and thus supported the
Philippines to undertake collection of ASEAN conditions opportunities and concurrently
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supporting Myanmar’s effort in the implementation of related investment “guidelines” on rules
and regulations. The Ministers agreed that, in line with the policy of transparency of, this
investment portfolio should be announced publicly to generate interest among international
investors, and eventually, the international investments in ASEAN tourism sector. The
Ministers applauded the effort taken by Malaysia for the collaboration with ASEAN-Korea
Centre, ASEAN-Japan Centre and ASEAN-China Centre in organising the ASEAN Plus
Three Tourism Investment Seminar in Korea, Japan and China from 2018 to 2020. The
Ministers also urged the AMS to actively participate in the seminar by sending speakers and
participants to join the seminar.

Moving Forward toward “Accessible Tourism for All”
11.

As follow-up to the decision made during ATF 2017 and the results of UNWTO’s World
Tourism Day 2016 in Bangkok, the Ministers discussed the need for ASEAN to further
progress the inclusive tourism in the region. Noting that inclusive tourism has extreme
significance, both socially and economically, the Ministers encouraged Member States to
further invest in related tourism infrastructure to further realise market potential by bringing
better accessibility for all particularly to people with disabilities, senior citizens, women and
children. The investment may involve the private sector, through incentive schemes for
investors and service providers along with further improvement and revision of rules and
regulations that would promote private investments in the expansion and upgrade of
infrastructure, facilities and services.

Tourism Standards
12.
The ASEAN Tourism Standards Awards took place on 26 January 2018 in Chiang Mai.
There were 47 awardees for the ASEAN Green Hotel Award, 47 awardees for the ASEAN
MICE Venue Award, and 23 awardees for the ASEAN Clean Tourist City Award. The
Ministers noted the progress of adding two new categories to the ASEAN MICE Venue
Standard for the Meeting Room category, namely: (1) Meeting Room in Convention and
Exhibition Center setting; and (2) Meeting Room in Public/Private Sector setting.
13.

The Ministers noted the conclusion of the Guideline for ASEAN Sustainable Tourism
Award (ASTA) as one of the deliverables for Lao PDR’s ASEAN Chairmanship. In this regard,
the Ministers awarded 17 institutions that have fulfilled ASTA’s criteria and requirements for
the nature-based theme. The adoption of ASTA is expected to facilitate the adoption of
existing ASEAN Tourism Standards and reward local communities and public-private
participation in the value chain.

Enhancing Quality of Tourism Professionals
14.
The Ministers noted the completion of all 242 toolboxes for all divisions under the
Mutual Recognition Arrangement on Tourism Professionals (MRA TP), and completion of
training for Master Trainers and Master Assessors for respective divisions. In strengthening
efforts to support its implementation, a study to develop a new five-year MRA Work Plan
2018-2022 is being carried out with the support of the ASEAN-Australia Development
Cooperation Programme (AADCP) II. The Ministers emphasised the need to review
implementation of the MRA TP, including identifying various factors and trends that may
affect the response to this mechanism. The Ministers welcomed the convening of the Second
International Conference on MRA-TP to be held in June 2018 in Cambodia. The convening
of this Conference would raise awareness on the benefits of MRA-TP and enhance the buy-

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in for the ASEAN Tourism Professional Registration System and further boost the
implementation of MRA as a tool to promote the tourism service quality of the regions.
15.
The Ministers were pleased with the progress of drafting a Host Country Agreement
for the full establishment of the Regional Secretariat for the Implementation of the MRA-TP
in Jakarta Indonesia, and tasked senior officials to start the Secretariat’s operations in 2018.
In line with ATSP 2016-2025, the Ministers noted progress of expansion of MRA
implementation to the MICE industry, based on the requirements and needs of the industry
of ASEAN Member States. The Ministers thanked the Government of Australia for their
continued support in the operationalization of the MRA-TP through the AADCP II.

Enhancing connectivity for tourism
16.
The Ministers were pleased with the signing of the ASEAN Framework Agreement on
the Facilitation of Cross Border Transport of Passengers by Road Vehicles (CBTP) by
ASEAN Transport Ministers. This would facilitate seamless cross-border mobility of

passengers and promote overland travel between ASEAN Member States, particularly those
traveling by bus and coaches. In further facilitating land travel within ASEAN, the Ministers
noted the development of studies on “Promoting Drive/Overland Tourism Across ASEAN
through Recognition of Domestic Driving Licenses Issued by ASEAN Countries”, and
“Promote Development of Road Connectivity along Major Tourism Corridors”.
17.
The Ministers noted with interest the progress made on the ASEAN Common Visa
initiative by the Ad Hoc Working Group on ASEAN Common Visa, and looked forward to the
development of this initiative to further boost tourism into ASEAN.
18.
The Ministers acknowledged the current effort of five member countries namely
Cambodia, Laos PDR, Myanmar, Thailand and Viet Nam, in the formation of LancangMekong Tourist Cities Cooperation Alliance with China following the meeting on 17 th
November 2017 in Kunming, PRC. The issues pertaining to its establishment and
implementation will be on the NTOs’ agenda for further discussions.

ASEAN Tourism Forum
19.
The ASEAN Tourism Forum (ATF) 2018 held from 22-26 January 2018 in Chiang Mai
with the theme of “ASEAN – Sustainable Connectivity, Boundless Prosperity” was attended
by 240 buyers, 650 sellers and 894 exhibitors. The Ministers expressed their appreciation to

CNN International as the International Cable and Satellite Media Partner of ATF 2018.
20.
The Ministers noted that the ATF 2019 would be held from 14-18 January 2019 in Ha
Long Bay, Viet Nam with the theme “ASEAN-the Power of One”. ATF 2020 will be hosted in
Brunei Darussalam.
21.
The Ministers expressed their sincere appreciation to the Government and People of
Thailand for the warm hospitality and the excellent arrangements made for the Meetings.
LIST OF MINISTERS
The Meeting was attended by:
(i)

H.E. Dato Ali Apong, Minister of Primary Resources and Tourism, Brunei Darussalam;

(ii)

H.E. Dr. Thong Khon, Minister of Tourism, Cambodia;

(iii)

H.E. Dr. Arief Yahya, Minister of Tourism, Indonesia;
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(iv)

H.E. Prof. Dr. Bosengkham Vongdara, Minister of Information, Culture and Tourism,
Lao PDR;

(v)

H.E. Dato’ Seri Mohamed Nazri bin Abdul Aziz, Minister of Tourism and Culture,
Malaysia;

(vi)

H.E. U Ohn Maung, Union Minister for Hotels and Tourism, Myanmar;

(vii)

H.E. Mr. Benito C. Bengzon, Jr., Undersecretary of Tourism, Philippines;

(viii)

H.E. Ms Sim Ann, Senior Minister of State, Ministry of Trade and Industry and Ministry
of Culture, Community and Youth, Singapore;

(ix)

H.E. Mr. Weerasak Kowsurat, Minister for Tourism and Sports, Thailand;

(x)

H.E. Mr. Nguyen Ngoc Thien, Minister of Culture, Sports and Tourism of Viet Nam;
and

(xi)

H.E. Mr. Hirubalan V P, Deputy Secretary-General of ASEAN for ASEAN Political
Security Community.

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